Titanium > Titanium and Integrated
WORLD PRESS PHOTO EXHIBITION
CLEMENGER BBDO, Wellington / THE NEW ZEALAND NETHERLANDS FOUNDATION / 2007
Awards:
Overview
Credits
OVERVIEW
CampaignDescription
Yearly attendance to the World Press Photo Exhibition had declined due to sombre content and the public's perception that they had ‘seen it all before’. We figured that our world leaders needed to see the exhibition more than anyone. After all, their policies had directly influenced the exhibition's photo content: war, despair and political unrest. So we invited 74 of them. Thirteen world leaders wrote back to decline and we displayed their letters in metrolites around the city. Beneath their letters was our campaign line: “See the exhibition they should be seeing.” The metrolites became an exhibition in themselves.
Implementation
First we put up metrolites saying that we had invited world leaders to the exhibition, and why. When we received the letters declining our invitations, we displayed them in the metrolites. Then we recorded follow-up phonecalls to George Bush and other world leaders. Again our invitations were declined. We used the recordings as virals and radio ads.
Relevancy
The campaign was reported on national television and in national press. The word of mouth aspect of the promotion is immeasurable but despite the worst winter in 30 years, attendance was 30% better than any other year - 21,479 visitors in total.
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